According to a recent post on MSNBC, the Pope is encouraging priests to blog. This shows how “mainstream” social media has become. In my opinion, the Catholic Church has always been very aggressive in its marketing efforts. They have realized that people are online and that if you want to reach your stakeholders, you need to go where they are congregating (pardon the pun).

The Vatican has had a YouTube channel for a while and now, the Vatican is officially encouraging Priests to blog.

The Vatican has its own challenges in dealing with negative publicity, privacy and a brand that seems to be outdated. Yet, it is embracing social media. That makes me wonder why some other less controversial organizations or companies are still pretending it doesn’t exist or that it doesn’t impact them.